Differences between Qualitative and Quantitative Research Designs
The framework of the quantitative research design is intended to collect the numerical statistics. Thus, quantitative research design is based on correlational, causal-comparative, and experimental methods (Onwuegbuzie and Collins, 2007). On the other hand, the qualitative research design is intended to collect the non-numerical data. As such, the qualitative research design is based on case studies, ethnography, phenomenology, and grounded theory studies (Onwuegbuzie and Collins, 2007). Also, quantitative research design involves some form of statistical description. In contrast, qualitative research designs are primarily focused on exploratory design that seeks to answer the question of why (Sacred Herat University Library, n.d.). The data collection methods in quantitative research design are mostly already structured data measurement methods such as surveys, structured interviews, and reviews all geared towards obtaining numerical data. On the other hand, qualitative research designs mostly employ data collection methods such as focus groups, observations, and in-depth interviews, which are geared towards collecting data in thematic forms such as images or words (Neuman, 2014).
Other differences between quantitative and qualitative research designs arise in the analysis of the collected data. In the quantitative research design, the collected data is expressed by carrying out statistical analysis (McLeod, 2019). On the other hand, in qualitative research design, the collected data is expressed in the language of the study sample. In quantitative research designs, the data is reported in forms of statistical plots, graphs, charts, or tables (Neuman, 2014). On the other hand, qualitative research designs report data in thematic forms. The quantitative research design focuses on pointing out the statistical connections among the variables under consideration. On the other hand, qualitative research design focuses on the description of the data, identification of patterns, and themes (Johnson and Christensen, 2019). In quantitative research design, one ends up with numbers that communicate more about the problem under investigation while in qualitative research design, one ends up with texts that explain more about the problem under investigation.
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Appropriateness of using Either Qualitative and Quantitative Research Design
The nature of the research problem design under consideration influences the appropriateness of using either quantitative or qualitative research (Neuman, 2014). The research problem dictates the most appropriate research design to use in conducting the research. If the research problem requires the identification of the statistical relationship of various variables, then a quantitative research design is deemed appropriate. However, when the research problem involves the need to understand the prevalent themes, a qualitative research design is considered appropriate. In business analysis problems, the decision on whether to use quantitative or qualitative research designs is based on whether the problems seek to measure a market/ population or if the problem seeks to establish the meanings that customers attach to products, brands, and marketing objects. If the problem involves the former, a quantitative research design is used, and if it involves the latter, a qualitative research design is used.
In the toothpaste demand problem, a quantitative research design is appropriate since the research problem requires the need to obtain the statistical or the numerical association among the variables under consideration. Demand can only be expressed in numerical form, say a demand of 1000 tooth whitening gels. A descriptive quantitative research design would help identify the demand for the product. Therefore, the company can conduct a research survey involving the targeted market segment, 30 to 40 years old males. The data can be collected using survey questionnaires in which the participants of the study would indicate whether they use tooth whitening gel. Statistical analysis of the collected data using statistical methods such as percentiles would indicate the percentage of the sample population using the product. The statistical results of the sample population can be generalized or extrapolated to the entire target market segment to establish the demand.
References
Johnson, R. B., & Christensen, L. (2019). Educational research: Quantitative, qualitative, and mixed approaches . SAGE Publications, Incorporated.
Mcleod, S. (2019). Qualitative vs Quantitative Research | Simply Psychology . Simplypsychology.org. Retrieved 24 March 2020, from https://www.simplypsychology.org/qualitative-quantitative.html#Quantitative-Research .
Neuman, W. L. (2014). Social Research Methods: Qualitative and Quantitative Approaches.
Onwuegbuzie, A. J., & Collins, K. M. (2007). A typology of mixed methods sampling designs in social science research. Qualitative Report , 12 (2), 281-316.
Sacred Heart University Library. Research Guides: Organizing Academic Research Papers: Types of Research Designs . Library.sacredheart.edu. Retrieved 24 March 2020, from https://library.sacredheart.edu/c.php?g=29803&p=185902 .
